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Article Excerpt
Christine Daymon and Immy Holloway London: Routledge, 2000 293 pp. soft cover 19.99 [pounds sterling] ISBN 0-415-22274-5
This introductory text aims to provide students on public relations and marketing communications courses with insights into the nature of qualitative research and its applications in 'communication management'. It is stated to be a practical and highly accessible guide for the 'novice researcher', and also a core text for students to enable them to 'engage effectively' with the 'realities of managed communication'. This task is undertaken by the joint authors, who are on the academic staff of Bournemouth University.
The resultant book is organised into four parts: 1. 'Getting started', 2. 'Selecting the research approach', 3. 'Data collection', and 4. 'Data analysis and interpretation'. In the first section, the authors warn that 'despite its strengths, qualitative inquiry is not without its limitations'. Four basic criticisms of this methodology are identified: subjectivity, difficulty of replication, problems of generalisation, and lack of transparency. Students...
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